Millennials Love Food and Boomers Need Food

Supermarkets can help shoppers understand what good eating really means

lempert report

Brands and retailers spend a lot of effort these days trying to attract the millennial shopper, but it is time we shifted focus to the 55-and-older shopper who is lacking the most common nutrients.

As we age our metabolism slows down, we lose muscle mass and we become less active, which means we don’t need as many calories and we tend to gain weight. So we go on diets, and for many, that means not getting enough nutrients.

What supermarkets should do is help shoppers understand—through retail dietitians and signage—what nutrients we most need.

One of the most important ones is calcium. Our heart, muscles and nervous system all rely on calcium to function properly, as well as for maintaining healthy bones to fight osteoporosis and osteoarthritis. Foods to promote include almonds, broccoli, dairy, kale, salmon and tofu.

Another that is driving one of the trendiest diets these days is lean protein. Protein’s primary function is to build and repair bodily tissue. Foods to promote include turkey, chicken breast, eggs, fish, tofu and beans.

One in 5 U.S. adults has high blood pressure. A diet rich in potassium can help counteract potentially harmful effects of overconsuming sodium, so it’s important to promote the following foods: apricots, bananas, cantaloupe, cucumbers, dried fruits, mushrooms, oranges, spinach and sweet potatoes.

Vitamins offer up antioxidants that boost the immune system and combat free radicals. Look to oily fish, cheese, eggs, sweet potato, squash, kale and collard greens for vitamin A. Cantaloupe, berries, broccoli, citrus fruits, kiwis and peppers for vitamin C. Fatty fish, cereal, cheese, egg yolks, milk, mushrooms and tuna for vitamin D. Chicken, eggs, fish, turkey and whole grains for vitamin B6. And for vitamin B12: fish, meat, poultry, eggs and milk.

There is nothing more powerful than showing your shoppers that you care about their health.


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